沈阳汉庭酒店的服务营销策略分析

沈阳汉庭酒店的服务营销策略分析沈阳理工大学应用技术学院毕业设计（论文）题目：沈阳汉庭酒店的服务营销策略分析学院：经济与管理学院专业：市场营销学生姓名：郑佳娜指导教师：陈明2014年5月9日沈阳汉庭酒店的服务营销策略分析I摘要随着中国改革开放的发展和经济、技术的不断进步。沈阳汉庭酒店在这些年内创下了辉煌的历史，汉庭酒店之所以能成功，和努力奋斗的结果是分不开的。汉庭酒店的今天是离不开有效的市场营销策略。合理的疏通市场，创造属于自己酒店的品牌策略，发展酒店的新兴产业来吸引广大消费者。因而在激烈的市场竞争中取得了成功。本文运用了4p的营销理论对沈阳汉庭酒店的营销策略进行了分析和探讨，以及对其他同经济型酒店进行了一系列的借鉴，取其精华。本文共6大章，各部分内容是这样的：第一章是绪论、主要介绍的是选题意义和企业简介；第二章从宏观和微观两大环境来分析各因素对公司和产业的影响，为下文做了很好的铺垫；第三章将一下沈阳汉庭酒店与同类型酒店之间的优势和劣势，看看汉庭酒店还有哪些地方更需要进步；第四章简单的描述了一下沈阳汉庭酒店的目标市场策略；第五章介绍了汉庭酒店在营销过程中存在的问题；第六章就汉庭酒店出现的问题做出合理的改进建议。本文全方位的对汉庭酒店进行营销策略分析，并在实践中把理论和经验结合起来，系统的分析了汉庭酒店在营销策略上存在的种种问题，和使用相应的方法来成功的解决，并且对汉庭酒店以后得发展给出更好的相关意见。关键词：汉庭酒店；营销分析；市场营销沈阳汉庭酒店的服务营销策略分析IIAbstractWiththedevelopmentofChina'sreformandopeningupandeconomicandtechnicalprogress.HantingHotelShenyangintheyearhitaglorioushistory,thehotelhasbeenabletosuccessfullyHancourt,andtheresultsareinseparablestruggling.HantingHoteltodayisinseparablefromeffectivemarketingstrategy.Reasonablyclearmarkethotelbrandtocreatetheirownstrategies,developnewindustriestoattracthotelconsumers.Thusthesuccessinthefiercecompetitioninthemarket.Inthispaper,thetheoryofmarketing4pHantingHotelShenyangmarketingstrategiesareanalyzedanddiscussed,aswellaswithotherbudgethotelsinaseriesofreference,itsessence.Inthispaper,atotalofsixchapters,eachpartisthis:Thefirstchapterisanintroduction,describesthesignificanceofthetopicandtheIntroduction;ChapterIIofthefactorsaffectingthecompanyandtheindustryfromthetwomajormacroandmicroenvironmentanalysis,forthefollowingdoneaverygoodbedding;ChapterIIIwillbeasinkingsunHantingHotelwiththesametypeofadvantagesanddisadvantagesbetweenthehoteltoseeifthereHantingHotelwheremoreprogressneeds;ChapterIVdescribesasimpleasinkingsunHantingtargetmarketstrategy;fifthchapterdescribestheHantingHotelinthemarketingprocesstheproblems;ChapterVItomakereasonablesuggestionsforimprovementonHantingHotelarise.Inthispaper,afullrangeofHantingHotelMarketingStrategy,andinpracticethetheoryandexperiencecombinesystematicanalysisoftheproblemsofHantingHotelexistsinthemarketingstrategy,andtheuseofappropriatemethodstosuccessfullyresolveHanTingHotelandwaslatergivenabetterdevelopmentofrelevantcomments.Keywords:HantingHotel;marketinganalysis;Marketing沈阳汉庭酒店的服务营销策略分析III目录摘要...........................................................................................................................................IAbstract......................................................................................................................................II1绪论......................................................................................................................................11.1选题意义....................................................................................................................11.2企业简介....................................................................................................................12环境分析..............................................................................................................................32.1沈阳汉庭酒店的宏观环境分析................................................................................32.1.1经济环境分析..................................................................................................32.1.2人口环境分析..................................................................................................32.1.3政治环境分析..................................................................................................42.2微观环境分析............................................................................................................52.2.1汉庭酒店内部环境分析..................................................................................52.2.2汉庭酒店竞争对手分析..................................................................................52.2.3消费者分析......................................................................................................63沈阳汉庭酒店SWOT分析.................................................................................................73.1沈阳汉庭酒店的优势分析...............................................................................................73.1.1沈阳汉庭酒店处有着良好的环境....................................................................73.1.2沈阳汉庭酒店提供贴心化服务........................................................................73.1.3沈阳汉庭家酒店有着不同的市场定位............................................................73.1.4沈阳汉庭酒店不断完善内部设施....................................................................83.2沈阳汉庭酒店的劣势分析........................................................................................83.2.1沈阳汉庭酒店的产品差异不明显以及有很重的商业化................................83.2.2沈阳汉庭酒店管理技术仍然落后....................................................................83.2.3沈阳汉庭酒店的人才比较缺乏........................................................................93.2.4沈阳汉庭酒店不重视客户信息........................................................................94沈阳汉庭酒店目标市场策略............................................................................................104.1沈阳汉庭酒店市场细分....................